This
paper develops and tests a theoretical model of the effects of nutritional
label and brand name on consumers' product quality perceptions in Pakistani
consumer market. The basic aim of the study is to investigate the extent to
which consumers form quality perceptions from product packaging cues. The
survey method was employed to collect data from 487 Pakistani consumers in
Islamabad and Rawalpindi region using mall intercept method. Five-point
Likert scale is used to measure all the dimensions of variables. Descriptive
and regression analyses are performed using SPSS and PLS. Cronbach alpha
measure is used for all the variables to ensure internal consistency. The
finding indicates that brand name as well as nutritional label exerted
significant influence on product quality perceptions. Investigating the
impact of nutritional label and brand name in Pakistani consumer market is a
contemporary and worthwhile topic that shall have noteworthy contribution in
prevailing literature as well as to the marketers. Anam Javeed | Dr. Sany
Sanuri bin Mohd Mokhatr | Dr. Ismail bin Lebai Othman"Impact of Product
Packaging Cues on Product Quality Perceptions: Empirical Evidence from
Pakistani Shopping Malls" Published in International Journal of Trend in
Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 |
Issue-2 , February 2018, URL:
http://www.ijtsrd.com/papers/ijtsrd9676.pdf
http://www.ijtsrd.com/management/other/9676/impact-of-product-packaging-cues-on-product-quality-perceptions-empirical-evidence-from-pakistani-shopping-malls/anam-javeed |
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